1 User-Facing Content
Content consumption is growing every day. Today, there is more than 3 billion people worldwide who are consuming content posted on the internet. The number is expected to reach 5 billion in the next two years.
The search engines’ algorithms have become adept at determining the content that is most useful and relevant to a reader. User engagement with a piece of content is determined by the relevance the content has to the targeted readers.
In 2018, travel agency content marketers are not only focusing on the volume of content produced, but also on its relevance to the targeted travel customers.
If your niche is cruise, then produce lots of well researched content about cruise ships, cruise vacation deals, activities to engage in on the cruise ship and at the destinations where the cruise ships docks etc.
In the past, celebrity endorsement was the most treasured marketing tool among the marketers. However, with the rise of social media, travel influencers have grown exponentially.
According to a study conducted by MuseFind, 92% of travel customers trusted the influencers more than they did the celebrity endorsements and advertisements.
Content marketers are increasingly paying attention to bloggers, popular social media personalities and popular online channels to market their content.
Pro Tip: Only approach influencers that are popular in your niche.
With the help of Google Analytics, travel content marketers in 2018 have an easier task of segmenting their customers so that they can tailor their content to target specific audiences.
Major social channels have content sharing and promotion structures that help you personalize and localize your content based on what your customers’ needs.
A good example is the Facebook trending section which allows users that promote their content to reach specific audiences.
Using personalized content that has high relevance to the audience increases customer engagement, allowing you to utilize your marketing budget where it counts.
Video channels such as YouTube have video and graphics compression algorithms that allows content marketers to access the huge market that has been created by high internet penetration.
Videos offer a great platform on which you can promote travel deals and brand messages as well as engage more with your audience.
Pro Tip: Use available online tools to create professional looking videos. Study what successful marketers are doing on their video channels and generate great ideas around your unique selling proposition to create share worthy videos.
All your content must be optimized for desktop and mobile. The trick is to use things such as lists, GIFs and images to make your content short but richer.
For a very long time, eCommerce content has been some boring trade lingo. In travel, for eaxample, you will see content that goes on and on about hotel deals, cheap flights, room amenities etc.
While this content is good, it is too dry for anybody to spend more than a minute reading. Rather, create engaging content with interesting things such as the experiences that a traveler can have at the destination you are marketing.
This industry is still in its infancy and the content generated is not as engaging as one generated by humans. In the future however, most of the content on the internet will be produced by the machines.
Content marketers need to start getting ready for the period when all they will be required to do will be to instruct the machine to produce a certain piece of content and the machine will do the rest.
Long-form content is said to be content that is more than 2,000 words. Most search engine algorithms still tend to prefer long, well-researched content over short pieces.
Content marketers need to be able to produce long form content at least once a week.
Found the above article useful? Click here to contact our consultant. Be on the lookout for the part two of the same article.
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